As a property manager, you know the struggle of purchasing a new community, only to discover that it is plagued with negative reviews and a terrible reputation. Unfortunately, the “Under New Management” sign can only go so far when rebranding your property. Keep reading to discover how you can help your community rise from the ashes.
Carefully Consider the Name Change
Your first thought to get away from the bad reviews might be to change the property name completely, and although we understand where you are coming from, this might not be the best solution. When you remove everything altogether, you are also losing the good reviews and the SEO that may have already been built. Plus, once you change the name, you will have to go through everything from your Google My Business to social media pages and update accordingly. It takes time to build trust with Google, so creating a whole new name, site, and social media campaign might not be the quick-fix you were looking for.
Update and Upgrade
You probably hear “Under New Management” all the time, from properties like yours to your local convenience store, but what does that mean? If you want to prove that changes will be made, then actively make the changes. Is the gym old, shabby, and torn up? Fix it. That way, you can honestly and openly communicate that you are aware of previous issues and are working to fix them. Updating and upgrading is a great way to prove your intentions and represent the idea that actions speak louder than words.
Approach With Openness and Honesty
There’s no reason to hide the fact that your property is under new management; you can embrace it! Tell all the residents about the new management company and invite them to interact with you. Usually, we would suggest a meet and greet lunch where they can address their concerns; however, under current circumstances, we would instead recommend a Zoom meeting where you can virtually meet your residents. The more they know and trust you, the better off you will be with the rebranding. In fact, one of the best outcomes is for residents to update their negative reviews with statements like “Since new management came in, things have really turned around…” With some effort, openness, and honesty, anything is possible.
So, if you are taking on a new community, fear not; rebranding can be done, and you will feel incredibly proud once you manage to turn things around. One of the best ways to ensure this goes over smoothly is to enlist the services of a trusted marketing firm like ApartmentSEO® to handle your online reputation and website traffic. Have any questions? Share them with us in the comments below.